frankie louise

5. Explanations vs. predictions

The search for rules and essences, the obsession with process and sculpting, is ultimately a search for explanations . Explanations are the holy grail of the West—they are what we search for in science, business, and life. Consider the questions we tend to ask any successful person: “Can you explain how you got here?

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“The only way the brand would have a chance at survival is [that] the actual product itself has to be so insanely interesting, where so much of the marketing is baked into the product,” he said.

So, Cessario turned to a marketing trick he said his team at Liquid Death still uses today: What’s the dumbest possible idea? If you try to think of a smart... See more